Cancer, Unfiltered

The pandemic has had a devastating effect on us all. But for nonprofits, the economic downturn resulted a sharp decline in donor dollars. The challenge: cut through the crowd of “unprecendented times” PSAs to remind audiences of one human truth:

Cancer is already hard. It shouldn’t be harder.

In “It Starts With You” and “Voicemail,” aired on DRTV and social in both English and Spanish, we aimed to shed light on the real, raw, unfiltered stories of those touched by cancer and the impact American Cancer Society has had on their individual journeys. Touching on strategic pillars of research, health equity, and services of the organization, the campaign aimed to drive donations to help sustain the support American Cancer Society has been providing the community for nearly 100 years.

“It Starts With You”

“Voicemail”

Agency: Dagger
Agency Producer: Adina Hilton
Director/DP: Chris Cella
Creative Director: Melissa Withorn
Art Director: Rachel Platner
Copywriter: Jameson LaMarca